**Netflix’s ‘100 Days to Indy’ Sparks Surge in Sponsorships and Media Attention for IndyCar Series**
**Netflix’s ‘100 Days to Indy’ Sparks Surge in Sponsorships and Media Attention for IndyCar Series**
The 2025 NTT IndyCar Series is experiencing a significant transformation, fueled by a combination of strategic media partnerships and dynamic sponsorship deals. At the forefront of this evolution is Netflix’s acclaimed docuseries, *100 Days to Indy*, which has not only captivated audiences but also attracted a wave of new sponsors to the sport.
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### Netflix’s Impact on IndyCar’s Visibility
Originally airing on The CW, *100 Days to Indy* has found a new home on Fox Nation for its 2025 season. This shift has allowed the series to expand its coverage, delving deeper into the lives of drivers and teams throughout the entire IndyCar season, rather than focusing solely on the Indianapolis 500. The move to Fox Nation has provided the series with a broader platform, increasing its reach and visibility among motorsport fans and potential sponsors alike .([en.wikipedia.org][1])
The docuseries has been instrumental in humanizing the sport, offering viewers an inside look at the challenges and triumphs of drivers like Josef Newgarden, Álex Palou, and Pato O’Ward. This behind-the-scenes access has resonated with audiences, fostering a deeper connection to the sport and its participants. As a result, IndyCar’s profile has been elevated, attracting attention from brands seeking to align themselves with the series’ growing popularity.([en.wikipedia.org][1])
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### Surge in Sponsorships
The increased visibility provided by *100 Days to Indy* has translated into a surge in sponsorships for the IndyCar Series. Notably, e.l.f. Cosmetics made a significant impact during the 2024 Indianapolis 500 by sponsoring driver Katherine Legge. Their campaign, featuring the tagline “Drive Like a Woman,” resonated with a younger, diverse audience and garnered widespread acclaim. The activation included a pop-up experience at the race, which attracted long lines and significant engagement, highlighting the potential for brands to connect with fans in meaningful ways .([reddit.com][2], [en.wikipedia.org][3], [reddit.com][4])
Building on this momentum, e.l.f. expanded its partnership with Legge into NASCAR, sponsoring her in both the Xfinity and Cup Series for at least seven races in 2025. This cross-series sponsorship demonstrates the growing appeal of motorsport as a platform for brand activation and audience engagement.([en.wikipedia.org][3])
In addition to e.l.f., other brands have recognized the value of associating with IndyCar. Lucas Oil, a long-time partner of Arrow McLaren, continues to support the series through various initiatives. Their involvement underscores the importance of sustained partnerships in building brand loyalty and fan engagement within motorsport .
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### Strategic Collaborations and Team Developments
The influx of sponsorships is also complemented by strategic collaborations within the IndyCar paddock. In a groundbreaking move, Chip Ganassi Racing announced a partnership with OpenAI, aiming to integrate artificial intelligence into their performance analysis and race strategy. This collaboration reflects a broader trend of technological innovation within the sport, enhancing team operations and competitiveness .([reddit.com][5])
Team dynamics are also evolving, with significant changes in team alliances and ownership structures. Meyer Shank Racing shifted its technical alliance from Andretti Global to Chip Ganassi Racing, signaling a strategic move to leverage Ganassi’s expertise and resources. Additionally, McLaren Group acquired the remaining 25% stake in Arrow McLaren, solidifying its position as a fully owned entity within the McLaren Racing umbrella .([en.wikipedia.org][6])
These developments not only enhance the competitiveness of the teams involved but also attract new sponsors eager to associate with high-performing organizations. The alignment of strong brands with successful teams creates a mutually beneficial ecosystem that drives the growth and visibility of the series.
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### The Road Ahead
As the 2025 IndyCar season progresses, the synergy between media exposure and strategic sponsorships is poised to continue driving the series’ growth. The success of *100 Days to Indy* in elevating the sport’s profile has set a precedent for future media partnerships, demonstrating the power of storytelling in attracting audiences and sponsors alike.
Looking forward, the challenge for IndyCar will be to maintain this momentum by delivering compelling content both on and off the track. Continued innovation in race coverage, fan engagement, and team operations will be essential in sustaining the interest of existing sponsors and attracting new ones. By leveraging the lessons learned from successful partnerships and media initiatives, IndyCar can navigate the evolving landscape of motorsport sponsorships and continue to thrive in the competitive arena.